Marketing Research Methodology

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1.

A psychologist using the method of naturalistic observation

8. A teacher believes that one group of children is very bright and

would

that a second is below average in ability. Actually, the groups are

14. To prevent ethical abuse in psychological research, the APA

a.carefully design controlled situations in which to observe behavior.

identical, but the first group progresses more rapidly than the

has suggested that

b.rely on observations of subjects' responses to questionnaires.

second. This demonstrates

a.psychologists must treat all subjects with respect and concern

c.observe behavior as it happens outside the laboratory or clinic.

a.the self-fulfilling prophecy.

for the subject's dignity.

d.make records of the behavior of clients treated in therapy.

b.the placebo effect in a natural experiment.

b.psychologists must avoid deception with using human subjects.

c.observer bias in naturalistic observation.

c.all data collected from a person must be made public.

d.the ethical problems of field experiments.

d.all psychological harm to subjects must be corrected by counseling.

a.a high dosage of alcohol.

9. A psychologist observes the confrontation between two rival

15. A common method for selecting representative samples is to

b.one-half the dosage given the experimental group.

neighborhood gangs from the window of an abandoned building.

select them

c.a driving test before and after drinking alcohol.

This method of collecting observations is best described as

a.randomly from the larger population.

d.no alcohol at all.

a.experimental regression.

b.strictly from volunteers.

b.naturalistic observation.

c.by threatening or coercing institutionalized populations.

3. A scientific explanation that remains tentative until it has been

c.controlled experimentation.

d.from confidential lists of mail order firms.

adequately tested is called a(n)

d.clinical case study.

2.In a study of effects of alcohol on driving ability, the control


group should be given

a.theory.

16. Three major ethical concerns of psychological researchers are

b.law.

10. In an experiment to find out if taking ginseng increases IQ

deception, lasting harm to subjects, and

c.hypothesis.

scores, the IQ scores would be

a.morality of the question under investigation.

d.experiment.

a.the independent variable.

b.loss of future research possibilities.

b.a control variable.

c.falsified results.

4. A study to determine the degree of relationship between two

c.an extraneous variable.

d.invasion of privacy.

events is called

d.the dependent variable.

a.naturalistic observation.

17. An experimenter conducts an experiment on the effects of a

b.the correlational method.

11. Which of the following is considered a disadvantage of

drug to control hallucinations. He declares the results to be

c.a controlled experiment.

naturalistic observation?

"statistically significant," which usually means that

d.the survey method.

a.It provides an overabundance of information.

a.even though appropriate statistics were used, no differences could be

b.It deals with behavior not tampered with by outside influences.

detected between experimental and control groups.

5. __________ is an ability to evaluate, compare, analyze, critique,

c.It limits biased observations through careful record keeping.

b.the results have important implications for theory or practice.

and synthesize information.

d.It does not identify the cause of observed behavior.

c.differences between experimental and control groups of this size occur

a.Critical thinking

by chance only 5 times out of 100 (or less).

b.Transductive thinking

12. Subjects are said to be assigned randomly when

d.differences between experimental and control groups were so large

c.Deductive thinking

a.they are assigned to experimental and control groups from a sample

they could never occur by chance alone.

d.Creative thinking

which is representative of the larger population.


b.they each have an equal chance of being assigned to either the

6. The phrase "a theory must also be falsifiable" means

experimental or control group.

a.researchers misrepresent their data.

c.they are assigned to experimental and control groups so that the

b.a theory must be defined so it can be disconfirmed.

groups differ on some critical variable before the experiment begins.

c.theories are a rich array of observations regarding behavior but with

d.neither the experimenter nor the subject knows whether the subject is

few facts to support them.

in the experimental or control group.

d.nothing.
13. A psychologist watches the rapid eye movements of sleeping
7. The products of naturalistic observation are best described in

subjects and wakes them to find they report that they were

terms of

dreaming. She concludes that dreams are linked to rapid eye

a.explanation.

movements. This conclusion is based on

b.theory.

a.pure speculation.

c.prediction.

b.direct observation.

d.description.

c.deduction from direct observation.


d.prior prediction.

18. We wish to test the hypothesis that music improves learning.


We compare test scores of students who study to music with those
who study in silence. Which of the following is an extraneous
variable in this experiment?
a.the presence or absence of music
b.the students' test scores
c.the amount of time allowed for the studying
d.silence
19. The statistical technique that combines results of a large
number of studies is called
a.experimental correlation.
b.statistical linear analysist.
c.meta-analysis.
d.hypothetical analysis.

ANSWER: B

Answer: providing results and interpretations to participants.

improves learning. Two groups study the same material, one while

26. Students who do better in high school tend to do better in

What best describes a double-blind experimental procedure?

listening to music and another without music. The independent

college. This is an example of

Answer: Half the subjects get the experimental procedure, half the

variable is

a.a negative correlation.

placebo; which they receive is not known to subjects or experimenters.

a.learning.

b.a zero correlation.

b.the size of the group.

c.a positive correlation.

A set of exact procedures that represent particular variables is

c.the material studied.

d.a perfect correlation.

called a(n)

d.music.

ANSWER: C

Answer: operational definition.

21 The chief function of the control group in an experiment is that

27. In the traditional learning experiment, the effect of practice on

A friend states that since he has been taking vitamin C, he has not

it

performance is investigated. Performance is the __________

had a single cold. His observation has little value in assessing the

a. allows mathematical relationships to be established.

variable.

effects of vitamin C because

b. provides a point of reference against which the behavior of the

a.independent

Answer: there was no control group for comparison.

experimental group can be compared.

b.extraneous

c. balances the experiment to eliminate all extraneous variables.

c.dependent

A simple experiment has two groups of subjects called

d.is not really necessary.

d.control

Answer: the control group and the experimental group.

20. An experiment is performed to see if background music

ANSWER: C
22. Which of the following coefficients of correlation indicates the
strongest relationship between two sets of variables?
a.-0.98
b. 0.90
c. 0.00
d. 1.20
23. The most powerful research tool is a (an)
a.clinical study.
b.experiment.
c.survey.
d.correlational study.
ANSWER: B
24. A major disadvantage of the experimental method is that
a.private funding can never be obtained.
b.APA Ethical Review Committees often do not approve of the research
techniques.
c.there is a certain amount of artificiality attached to it.
d.subjects are difficult to find for research projects.
ANSWER: C

An example of the "experimenter effect" would be a situation in


28. Collection of observable evidence, precise definition, and

which the experimenter

replication of results all form the basis for

Answer: unknowingly hints to subjects what is expected of them.

a.scientific observation.
b.the scientific method.

Which of the following is considered by the text to be a pseudo-

c.defining a scientific problem.

psychology?

d.hypothesis generation.

Answer: astrology

ANSWER: B
To investigate the effects of a particular study method on student
29. An advantage of the experimental method in psychology is

performance, two different methods are tried, each with a different

a.the identification of a cause- and-effect relationship.

group of subjects. If only the experimenter knows which method is

b.similar to the correlational method in that causality is determined.

under investigation, the procedure being used is described as

c.that the surroundings are always similar to real life experiences.

Answer: a single blind.

d.that it is an informal way to investigate behavior.


ANSWER: A

his ability to solve math problems showed


30.A correlation coefficient of 0 means that there is

Answer: he was cued by the owner looking up or down.

a.a strong negative relationship between the two variables.


b.a strong positive relationship between the two variables.

The study of unusual events is to __________ as information from

c.a perfect positive relationship between the two variables.

a large number of people is to __________.

d.no relationship between the two variables.

Answer: clinical method; survey method

ANSWER: D

25. A researcher determines that the crime rate in a large city

The independent variable in an experiment is

fluctuates with the phases of the moon. He concludes that the

Answer: the variable that the experimenter chooses to manipulate.

gravitational pull of the moon influences human behavior. He has


committed what error?

In order to summarize or organize a series of observations in some

a.He incorrectly inferred correlation from causation.

meaningful way, psychologists may develop

b.He incorrectly inferred causation from correlation.

Answer: theories.

c.He failed to measure the gravitational pull to test his hypothesis.


d.He has overlooked the placebo effect.

The results of carefully controlled observations of Clever Hans and

Basic ethical guidelines for psychological researchers include

One of the limitations of the survey method is


Answer: that replies may not be accurate.
I work at a university, and my research is designed to be of
immediate use in the classroom. My research would be called
Answer: applied.
In terms of critical thinking and testing, results should be
Answer: metaanalytical.

When subjects in an experiment are chosen so that each has an

Answer: control for the effects of suggestion and expectation.

A variable, such as the personality of a subject, that might affect

equal chance of being in either the experimental group or the

the outcome of an experiment would be controlled by

control group, we say that the subjects have been assigned

The following could serve as an _______ "College women who are

Answer: random assignment of subjects.

Answer: randomly.

anxious tend to want to be together."

In my experiment, I am going to investigate how sleep affects

The survey method involves

anxiety. The number of hours of sleep the subjects have is called

Answer: careful questioning of a representative sample of people.

Answer: experimental hypothesis

Answer: independent
With respect to astrology, palmistry, and phrenology, it can be said

Theories explain results, predict future outcomes, and


Answer: guide research for future studies.

the __________ variable.


What type of method can be used in order to create a real world
laboratory.

A correlation coefficient of -1.09 indicates a(n)

Answer: field experiment

Answer: error in computation.

To be confident that a cause-and-effect relationship exists, it is

A representative sample is an essential element of the

necessary to

Answer: survey method.

that
Answer: all are pseudo-psychology's.
A major problem with the survey method is

Answer: perform a controlled experiment.

Answer: obtaining a representative sample of subjects to be questioned.

The effects of brain injury on personality would usually be


An experiment is performed to test the effects of sleep deprivation

investigated by the use of the

An observation that the higher the air temperature, the lower the

on rote memory. In this experiment, the dependent variable is the

Answer: case study method.

activity of test animals would be an example of a

Answer: rote memory scores.

Answer: negative correlation.

One of the limitations of the case study is that


The fortune teller who studies your palm carefully before

Answer: there are no control groups.

To assess clients' abilities, a phrenologist would want to

announcing that "great fortune lies in your immediate future" is

Answer: examine their skulls.

practicing __________ psychology.

A scientist wants to find out if there is empirical evidence for a

Answer: pseudo

relationship between caffeine and aggressive behavior. She would

To replicate an experiment means to

Answer: test the idea by conducting an experiment.

Answer: repeat the experiment using either identical or improved

Research on the benefit of aspirin to prevent heart attacks used

research methods.

only male subjects in the sample. Both men and women are given

The essence of the experimental method is

this advice. The problem with this recommendation reflects

Answer: using control to identify cause-and-effect connections.

The conditions that a researcher wishes to prevent from affecting

Answer: gender bias.

the experiment are called

If you're trying to establish a causal relationship between a


To estimate the degree of the relationship between birth order and

reinforcer and increased performance, you should use a(n)

achievement motivation, a researcher would do a(n) __________

__________ method.

One of the characteristics of the scientific method is

study.

Answer: experimental

Answer: repeatable results.

Answer: correlational

In the simplest experiment, the two groups of subjects are treated

In the method of naturalistic observation, psychologists

given what the researcher called a new type of diet pill that would

exactly alike except for the __________ variable.

Answer: set out to actively observe subjects in their natural

help curb the desire to eat. In fact, the pill really contained

Answer: independent

environments.

powdered milk, but ever since the individual started taking the diet

The steps involved in the scientific method include?

Two variables may be said to be causally related if

illustrates the

Answer: experimentation

Answer: all extraneous variables are controlled, and the independent

Answer: placebo effect.

Answer: extraneous variables.

In a weight-reduction experiment, an overweight individual was

pill, he has reported that his desire to eat has decreased. This

variable creates consistent differences in behavior of the experimental


__________ is an inherent part of the scientific method.

group.

Answer: observation

An educated guess about what is controlling some behavior is


called

The problems of observers seeing only what they expect to see is


The story of Clever Hans, the mathematical horse, illustrates the

called

use of controlled observation to test a series of

Answer: observer bias.

Answer: hypotheses.

Answer: a hypothesis.
A correlation coefficient is best characterized as a(n)
Answer: measure of the extent of the relationship between two

Giving placebos in drug experiments is necessary to

variables.

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